Helen Hardy, founder and CEO of Foudys, the world's first women's football retail site, has opened the first standalone women's football store in Manchester city centre on Deansgate. The store, which opened on June 25, 2026, serves as both a retail destination and a cultural hub for the women's game.
From Bedroom to Deansgate
Hardy started Foudys in 2020 from her back bedroom in Gorton with a £200 heat press machine bought from a man in Bolton. Initially, she printed women's players' names on the back of football shirts, a service that was not widely available at the time. The business grew rapidly, and by 2021 she moved operations to a small office overlooking Old Trafford Football Stadium.
Key milestones included partnerships with Lewes FC, bespoke merchandise for the Women's Championship, and eventually collaborations with global giants Nike, Adidas, and Puma. Euro 2022 was a turning point, leading to expansion into the US market and meeting the company's namesake, legendary US midfielder Julie Foudy, who became an ambassador and investor.
Addressing a Market Gap
Hardy identified a fundamental gap: women's football fans lacked access to official merchandise. “I was going to watch Manchester City’s women's team a lot and everyone was wearing shirts with Aguero on the back. I thought that was crazy—we've all paid to be here to watch women's football,” she recalled. The question was where to get women's shirts, and the reality was they didn't exist.
Foudys now offers officially licensed jerseys from the Women's Super League (WSL), the NWSL, and international teams, with authentic player name and number customisation. The new Deansgate store stocks official merchandise from leading global brands alongside exclusive collaborations, limited-edition ranges, and performance products tailored for female athletes.
A Safe and Inclusive Space
Hardy emphasised that women and girls are underserved by traditional sport retailers. “Currently we see store environments created through the male lens, an overwhelming focus on male products and aesthetics that are geared toward football-mad boys,” she said. “The biggest thing for me is that I’m a women’s football fan and player, and I love men’s football too, but sports retailers don’t see me, or recognise me as a consumer.”
The store features a light, airy aesthetic with limited plastic use. Staff are trained to provide personal experiences, including boot fitting advice, sports bra fittings, and guidance on period underwear for performance. “My space will be somewhere where all people can feel safe and feel seen but especially women and girls,” Hardy added.
Why Manchester?
Hardy chose Manchester over London due to its rich football culture. “I don't think there’s anywhere else that’s as culturally rich in terms of football—just think of the national museum, the biggest football clubs and combined trophy hauls. Manchester and its people are welcoming of uniqueness, it's that Northern mentality,” she said.
Industry Growth
The store opening coincides with surging demand for women's football. In April, Deloitte revealed that global revenue in women’s elite sports is predicted to exceed US$3 billion for the first time in 2026, marking a 25 per cent increase over 2025 and 340 per cent growth since 2022.
Hardy noted that retail infrastructure has lagged behind on-pitch progress. “There’s been huge progress on the pitch and in media coverage, but the commercial ecosystem hasn’t fully caught up. Retail is a critical part of that,” she said. “This store is about creating a space where fans and players feel seen, represented and catered for, something that hasn’t existed before at this scale.”
Personal Collection
Hardy, a lifelong collector, owns about 500 football jerseys, including a special edition Manchester City Emmeline Pankhurst shirt launched for International Women's Day. “I've been collecting football shirts since I was about seven or eight. I used to watch Newcastle in the 90s, and my dad would come back with opposing teams shirts from Europe for me. It became my obsession,” she said.
The Foudys store at 293 Deansgate is open Monday to Friday, 10am to 5:30pm; Saturday, 10am to 7pm; and Sunday, 10am to 5pm.
